As many pats on the back the marketing industry likes to give one another, we’re not doing very well in the “social space.” There are stacks of PowerPoint presentations containing Best Practices like stay topical and ask questions to invite conversation and be personable. These Best Practices are true. But are they really the best? I sure as hell hope not. It leads to an onslaught of brands clogging social feeds with sad little ploys for attention:
Summer is here! Don’t forget to stay cool with [soda brand] or [ice cream brand]! Tell us, what are your big plans?
[Fun stylized image of the product in a silly circumstance]
Like this post if you can relate!
Oh … Mondays. Like this if you hate them, too!
Brands in social media have become the equivalent of middle-school cheerleaders in a locker room or a Garfield comic strip without the punch line—meaningless chatter and shouting.
Here’s a Facebook post I made (as a person) in March:
Look at me being clever. See the comment from Matt Whitaker? The reason he Liked this is because he’s put together those Best Practice PowerPoints. So have I. And I’ve written endless amounts of Facebook status updates and Tweets for brands like the ones I mock above. A la Seinfeld, it’s funny because it’s true.
But… that’s enough of that.
We need to do something more. Or, dare I say it, something less. Do brands have to post every day? Multiple times a day? Or, consider this liberating possibility: perhaps some brands shouldn’t be in social at all. Throw up a Facebook and Google+ page for search reasons and call it a day. In fact, maybe post once about how you’re there but aren’t going to annoy people with empty updates. I’d bet the authenticity would go far with consumers, who let’s not forget, are people first.
The reason people use social media is to connect with others. To share experiences, to share what makes them who they are, to debate and laugh and be real. They can get billboards shouting at them on the highway. They don’t need it on Facebook and Twitter.
Our failure as brands in social media has been the belief there is a code to crack. Much like people, every brand is different. There is no magic formula. Once we accept that we can enjoy the freedom that is trying out new, real things and seeing what happens. Here are three steps to start:
- Know who you are. Besides the product you make, what does your brand care about? What don’t you care about? These are your guardrails.
- Create something you can share. Not just your product. Use the guardrails above and make something new. A song. A video. A giant slip-and-slide in a park. Get creative, or hire someone else who is.
- Be real. Meaning, actual human beings.
The last one is the trickiest, but most important. I was once the “voice” for a consumer-packaged good on Facebook. I remember I’d often post something and a Fan (this is back when they were Fans) would comment with frustration I could almost hear: Who IS this? These Fans wanted to know who was behind the curtain. Because we all know deodorant sticks and caffeinated beverages can’t type.
I’m not suggesting every brand slaps the face of a brand manager or intern on their Facebook page or Twitter feed. But…maybe. Ask yourself this: If your face and identity were attached to the things your brand posts, would you be posting the crap you have been?
I write this whole thing out of empathy. If you’ve worked in this space, you’ll relate to this. And I pity the poor marketing soul who refreshed their social media dashboard to find this gem:
Rob Delaney is everyone’s favorite comedian on Twitter. He shows no brand (including Mitt Romney) mercy. And good for him for keeping us honest. If the idea of your face attached to whatever silly thing your brand is about to post doesn’t stop you, consider what Rob Delaney could do to it. And, if you do fall victim to Rob, remember #3 and have a sense of humor at your own expense. He respects and retweets that.
I’m sorry this post doesn’t include a sophisticated flow chart or formula you can drop in a PowerPoint for your next meeting. But try the three simple things I mentioned. Even better, give yourself the freedom to fail. Remember #3: be human. What’s more human than screwing up? You’ll find people will forgive people. They won’t forgive billboards.
You can’t see it, but I’m nodding.
Also, “Yams: with marshmellows or without?”"
With!
Without!
Yes!
No!
Arghhhhh!
lol, they are trying!
Yes. Sadly it’s a very public attempt. ;)
My husband and I were talking about this just yesterday. I saw a paid McDonalds tweet in my Twitter feed and just out of curiosity I clicked on it to see what kind of responses it got back. No surprise that 98% of the replies were negative or satirical in tone. I don’t know the first thing about marketing, but it seems like some of these brands are just setting themselves up for this type of parody.
You are correct. Social channels achieve a level of transparency and authenticity we haven’t seen in past media. Great for people, tricky for brands. As you’ve noted, the same paid advertising approach doesn’t work. People see through it, make fun of it, demand better or nothing at all.
“they’ve been planning this question since February” – so true, so sad. My clients are scared to post anything that hasn’t been over-analyzed for a few weeks.
Most brands still aren’t quite there with the social media but the ones that get it are totally winning. I’m a huge fan of Taco Bell’s twitter account; whoever is behind that account deserves a bonus.
I think when brands are scared (most of the time) they resort to the safest thing they see other brands doing. It helps to hold up successful brands taking risks. Skittles also does a great job, but I think that starts with great brand planning and establishing a unique voice. I’ll check out Taco Bell. Thanks for the comment!
Even though posts like the Pepsi one are lame and create an onslaught of snarky replies, is that in itself a good source of advertisement? It gets the brand’s name out there and gets people talking about it…even if it’s in a negative way. Are you really not going to buy a Pepsi because the Pepsi twitter account guy is lame? It’s something you laugh about with your friends and if you happen to get thirsty during your outing, aren’t you likely to choose a Pepsi because it’s on your mind? I have no idea about marketing, but I’m guessing even lame publicity is at least a little affective. People with more knowledge on this subject, fill me in please :)
It’s definitely an argument: any press is good press. And I think people like Rob actually give these brands a leg up, taking their lame posts and making them memorable. But I guess I’d like to think we could be doing more. I admit this might be naive, but if I am going to keep working in advertising I’m definitely going to try.
I also sometimes wonder if people will ever get to the point where they reject the flood of lame brand shouting, either “blocking” or “unfollowing” them all or moving to a new social platform that doesn’t allow advertising. It will be interesting to watch and see. Things are changing quickly.
Thanks for the thoughtful comment.
Reblogged this on The Wordsmith.
thanks for the reblog!
This is so true!I I get sick of posts on my Facebook feed from Dr. Pepper and Reese’s asking what I’m doing on this Sunday or if I would like roses or Reese’s. I find myself skipping over these meaningless posts in search of some enlightening post by one of my friends. I definitely don’t find myself wanting to rummage in the fridge for a Dr. Pepper! I would prefer it if these brands kept their fanpages but didn’t post so often about random crap!
I find myself skimming for the good stuff a lot, too.
Very True!!!!!
Thanks for reading!
Your post reminds me of when the Diet Coke and Mentos video appeared on YouTube. One company saw the social media buzz potential for it right away, but the other didn’t. Pity.
Congrats on being Freshly Pressed.
Thanks!
This is so true! I feel like every brand should read this before making a facebook page!
http://stepstochangetheworld.wordpress.com/
Wouldn’t it be nice …
this is great! congrats on the FP, as well :)
Thanks, kthorpe.
Hey, this was quite informative and very entertaining! I don’t tweet, so I get to enjoy my oblivion regarding all these things, but I enjoyed reading your perspective on it. Congrats on the FP.
Thanks, Anita. Try tweeting with caution … it’s quite addictive.
Very funny, and yes, because it rings true. Now how do you communicate as a brand while still being “a real person” and not being boring? :)
It far from an easy challenge. Less is more, I think. And again, creating something: an experience, a tool, articles to actually talk about. And not just contests! They seem to be the easy kill these days.
yes! agreed! i have a hard time with established brands on social media as well. i’ll follow magazines, websites, even boutiques or stores…but i don’t see the point in following something like pepsi. their calls to action are more annoying than anything because you can’t actually engage with them aside from buying their products or hitting the like button. at least with magazines, for example, you have something substantial to look or read and then your comments or likes actually mean something.
Right. Some brands might actually to be able to create something you’d see as valuable, the way magazines do. A good example is Red Bull: I’m not into action sports, but for those that do, Red Bull produces amazing content; videos and stunts and experiences that people want to watch and share. I think it’s part of being a brand that stands for more than just a product. Again, definitely not an easy challenge! Thanks for reading and commenting.
Too true ! I do think it’s clever what Home Depot did though, I think they just need to ensure their social media managers are witty enough to respond to negative criticism well.
It’s a good point: brand managers and interns aren’t always right for the job. The brands also have to give this person the authority and freedom to respond quickly without a committee watering down any real humor or wit. Many brands get very nervous about liability, etc. Again, perhaps they shouldn’t be in social media. Spare the rest of us.
You’re right – so many brands are in social media solely because Facebook and Twitter exist; not because they have something to say, a defined purpose, or even a basic understanding of how they work.
And as a consumer, I have no idea why anybody would want to Like or follow a brand. What value will Viva Paper Towels bring to my Twitter feed? (They were recent promoted suggestion in my “who to follow” list). Why do I need a status update from Philadelphia Cream Cheese? Unless the brand is giving me free stuff I’m not interested.
It’s a tough job, especially for packaged goods like paper towels and cream cheese, but if they want to do it well, they need to create something you actually want to experience and share. And even better, something so cool that you find out about it from YOUR FRIENDS. No one said this job was easy, but let’s be honest, there’s no shortage of cash flowing in its direction, either. As marketers (including myself), we have no excuse not to deliver or get out of the way.
Thanks for reading and commenting!
Totally totally agree with this post; branded presence in the social space is clumsy and awkward at best. Here’s what gets me though—people like you and I can see this clearly (I’m a planner at an agency in the US). But much our country isn’t thinking like this—they aren’t critical and don’t second-guess these misguided attempts at branded “engagement.” I’m reminded of this whenever I see a certain unnamed carbonated beverage giant’s vapid, prescriptive status updates or image uploads and see the thousands and thousands of likes and idiotic comments it gets in return. I wish the rest of the country felt the way we do, because then maybe our clients would rethink their involvement in the social space. But for now it seems like we’ll continue to play to the lowest common denominator until the rest of the country wakes up and demands something less idiotic from their brands. For now, we’ll just have to keep measuring campaign success by “likes” and other pointless metrics and dream of the day when “Like this if you buy my brand!!!!!! :) :) :) Go summer!” becomes a thing of the past.
Congrats on the Freshly Pressed! Love your blog.
This is such great point and I actually almost included something about this in the post but decided it might warrant its own consideration later. Why do these inane posts get so much play? I’m curious about the segments of people who are following brands and liking these posts, and how much of these people are truly buying and advocating the brand elsewhere. As you say, I tend to think these are “pointless metrics.” But still, it is disconcerting that such little effort garners seemingly substantial rewards.
I’m going to think more about this.
Thanks so much for the kind words and for reading.
One more rule should be: treat people as if they have a brain. How many ads treat as if we lack the intelligence to buy and properly use the products?
Yes. Yes. Yes. As a copywriter, I can’t tell you how many times I’ve been told my concept is “asking too much of the consumer” or is too “high-brow.” OK, realizing this is coming off as thinly veiled self praise. Ha. That’s not my intent.
I think it comes down to fear of trying something others aren’t and failing. The brave brands pave the way. They might fall flat on their face, but they try something new. In reality, the social space holds the greatest potential for smaller brands with nothing to lose.
I’m sorry, but I’ve just read a sensible post about social media marketing. I…I’m going to have to lie down for a while now.
Watch six hours of straight of funny cat videos. Order will be restored.
But — which brand of funny cat videos? Which brand?
:)
Fantastic post! I don’t even look at brand advertising on social networks anymore, it’s just as annoying as the updates that come up when you like a page. Makes you regret liking them in the first place! There is one kind of branding though that Facebookers and Tweeters LOVE though. As you’ve hinted at with your Romney reference, it’s the celebrity brand. Actually sometimes they like it so much that they impersonate the celebrity themselves! Check out my post on this matter: http://poppiejunkie.wordpress.com/2012/08/20/woah-a-celebrity-accepted-my-friend-request-examining-the-act-of-celebrity-impersonation-on-social-networks/
I think I saw a “Paul Ryan Gosling” twitter account float by recently …
Brilliant post, ha I love all those sarcastic Rob’s tweets :)
Rob = hero status
Interesting post! I’d have to agree, like everyone else ever in social media, that brands can get pretty annoying. I remember following a indie horror film on Twitter that the filmmakers ran. They would Tweet as themselves and keep people informed about the film. It was an excellent way to get people interested and they built a good following for their project. I think that’s what you’re saying. Be a person, not a brand.
They were probably very passionate about their project and it showed. It’s harder to create genuine excitement for “give us more money for our product more often.” That’s why brands should actually create something of value that’s not the product…much easier to share passion with people.
Reblogged this on Tranquil Space and commented:
OMFG. The Social Media Commandments. Nothing More, nothing less.
Thanks for the tumblr love.
It’s well deserved. I spent a long time working in PR before becoming a free range chick, and I see so many strong agencies just dying in the face of new media because they can’t get their heads around exactly what you’ve said. They are afraid to have a personality.
Thank you for someone finally calling this out! Its the reason I barely follow any brands on Twitter or facebook. The HomeDepot example at the end is hilarious and more brands should be more brazen like that. So much more relatable.
When all brands embrace the word “poop” I’ll be happy.
They do make for some good Rob Delaney content if nothing else! Very interesting post by the way, definitely a lot to think about with new forms of advertising and social media being born every day!
Yes, between marketers, politicians and his neighbor Karen, Rob will never lack content.
I guess it is all about trying to adapt to a medium which is essentially new while keeping management happy. Difficult to do both things well at the same time.
Very true.
Interesting reading. I usually never even read the crap that’s posted. Within a week of liking some company on FB, I either unsubscribe or unlike because the messages are so annoying.
That is good. Eventually brands will catch on that people are tuning out and make a change.
Honestly. I hope brands didn’t think people actually read their stuff. They should know that based on the proportion of comments to people actually subscribed.
I’ve never Tweeted. However, if I did, I don’t think I could get past the thought that some poor marketing grunt was probably on the toilet, responding to something as quickly as possible in order to make a quota on someone’s graph. I don’t ever want to connect that image with anything I’m eating, drinking or showering with.
I don’t tweet often, but when I do, I tweet on the toilet …
I appreciate when a post can make me laugh out loud! Mahalo!
Thanks, Penny. Mahalo!
Great points! and this was hilarious.
Glad you enjoyed. Thanks for reading and commenting.
Reblogged this on The Dallas Marketing Chicks and commented:
Such a great post! So many companies are jumping into social media because it’s the “thing to do” without realizing the truth point is to participate in their respective communities.
Thanks for the reblog and kind words!
I forgave a billboard once. Never again… Never. Again
When you make a deal with the devil …